Commercial Opportunities for Newspapers -- Know Your Strengths

Observer/Target offers a print and delivery program for its customers: a single sheet printed and inserted into its newspaper. Minimum counts are a bit high for the smaller advertisers, but Target will print, store and fulfill the product over a six-month period.

As in the case of Wenatchee's Shroeder, Jenkins prefers to market one-to-one and avoid big promotions that could overburden the printer. He also likes the notion that 90 percent of sales are from outside the area, as jobs are sold to clients in Rhode Island, Georgia, Mississippi and Florida, among other states.